电商直播模式下服装产品的顾客满意度提升策略  

Strategies for improving customer satisfaction of apparel products under e-commerce live

作　　者：李浩[1,2] 丁宇诚 刘晓刚 LI Hao;DING Yucheng;LIU Xiaogang(International Institute of Fashion Technology,Zhejiang Sci-Tech University,Hangzhou,Zhejiang 311199;College of Fashion and Design,Donghua University,Shanghai 200051,China;The College of Theater Film and Television Artistic Design,Sichuan University of Media and Communications,Chengdu,Sichuan 611730,China)

机构地区：[1]浙江理工大学国际时装技术学院,浙江杭州311199 [2]东华大学服装与艺术设计学院,上海200051 [3]四川传媒学院戏剧影视美术设计学院,四川成都611730

出　　处：《毛纺科技》2023年第6期63-72,共10页Wool Textile Journal

基　　金：上海艺术科学规划项目(YB2020F06);四川传媒学院校级科研项目(X2021092)。

摘　　要：为了探究电商直播模式下如何提高顾客购买服装产品的满意度,通过定性(半结构性访谈)和定量(问卷调研)分析,确定了电商直播模式下顾客满意度的6个维度,即产品价格、产品质量、购物便捷性、主播服务、观看体验和信息获取的便捷性。在此基础上,利用文本挖掘技术对9个服装品牌的9116个有效顾客评价进行分析,构建了7个方面的满意度提升策略。文本挖掘的结果表明:大部分顾客表示满意,但仍存提升空间;服装尺码问题较为普遍;产品质量是影响顾客满意与否的最重要因素。文章可为相关服装企业在提高顾客满意度方面提供决策依据。In order to explore how to improve customer satisfaction in purchasing apparel products under the e-commerce live broadcast mode,qualitative(semi-structured interviews)and quantitative(questionnaire surveys)analysis were conducted to determine six dimensions of customer satisfaction,which are price,product quality,shopping convenience,anchor service,viewing experience and ease of access to information.Accordingly,9116 valid customer reviews of 9 apparel brands were analyzed using text mining technology and satisfaction improvement strategies were constructed from 7 aspects.Based on the result of text mining,most customers are satisfied,but there is still room for improvement;clothing size problems are common;product quality is the most important factor affecting customer satisfaction.This paper provides the decision basis for related apparel enterprises to improve customer satisfaction.

关 键 词：顾客满意度 电商直播 服装企业 定性分析 定量分析 文本挖掘 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]